- Follow a surface-level strategy found in a video
- Hire the cheapest content freelancers online
- Ask an intern to ideate, plan, and schedule
- Publish a few pieces every month
- Say "Yes we have tried content"
Obviously, results are bad:
→ The content is soulless
→ The audience doesn't care
→ It seems like a waste of time
→ It has a bad impact on the brand
In 2025, B2B businesses need to rethink the role of content.
Think in funnel steps → Brand touchpoints
Assumptions-led → Based on research
Only ebooks → Multiple formats
Not a priority → Strategic
Founder: but we don't have time for this.
Me: you don't have time to generate revenue?
Because content IS the fuel for your revenue ops (marketing and sales).
Content for Marketing:
- Educates about the problem you solve
- Positions you as an industry authority
- Builds awareness for your brand
- Creates demand for your solution
Content for Sales:
- Moves buyers through the buying journey
- Answers objections and questions
- Shows why you are the best fit
- Increases trust
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